SAN FRANCISCO and CANNES, France — Instacart and Pinterest have announced a strategic partnership to bring real-world shopping power to visual discovery. By combining Instacart’s first-party retail media data with Pinterest’s inspirational platform, the collaboration aims to help brands reach high-intent shoppers and turn planning moments into immediate purchases.
In the first phase of the partnership, select Pinterest advertisers will gain access to Instacart’s audience segments—based on actual purchase behavior across more than 1,800 retail partners—to drive more precise targeting. A second phase will roll out closed-loop measurement capabilities, enabling advertisers to connect Pinterest campaigns directly to sales within the Instacart Marketplace.
“Pinterest is an incredible platform for inspiration, and that inspiration can often lead to a purchase,” said Ali Miller, Vice President of Ads Product at Instacart. “By layering in Instacart’s valuable retail media data, we’re giving brands a more targeted way to reach high-intent Pinterest users at the right moment, when they’re open to discovering something new and deciding what to buy next.”
The integration will also make Pinterest ads directly shoppable via Instacart. Users could, for example, pin a dinner recipe and order all the ingredients for delivery in a few clicks. Brands will also be able to target Pinterest users based on shopping preferences—like gluten-free or low-sugar categories—derived from Instacart’s first-party data.
“With powerful first-party data by Instacart, brands can reach Pinterest users at the exact moment of intent and turn ads into shoppable experiences on Instacart,” said Samir Pradhan, VP of Product Management at Pinterest. “This partnership transforms discovery into purchase in just a few clicks, bridging the gap between inspiration and action for millions of Pinterest users.”
The partnership represents a significant step forward in Instacart’s expansion of its retail media ecosystem. Alongside its own platform, Caper Carts, and retail site integrations, this Pinterest collaboration continues Instacart’s push to unify fragmented media buys across digital channels with consistent, purchase-based targeting.
With over 7,000 active brands advertising through Instacart, the retail media player is quickly becoming a central hub for advertisers looking to connect with shoppers wherever they discover and decide.
